Segment analysis

Blended conversion rate is an average. Segment by user attributes and you see which segments convert well, poorly, or not at all.

Segments to analyze

• New vs returning
• Device (mobile, desktop, tablet)
• Traffic source (paid, organic, email, direct)
• Browser
• Geographic
• Landing page

Insights

Often one segment has 5-10x conversion of another. Prioritize by segment size × conversion gap.

Action

Optimize worst-performing segment first if it's high-traffic. Or double down on best-performing for scale.

What to do with this

• Segment conversion by traffic source + device + new/returning, blended hides specific leakage opportunities
• Fix the biggest weak segment first, 1.2% mobile-paid conversion is where most CRO gains will come from
• Build separate CRO roadmaps for major segments, what works for desktop branded-search doesn't on mobile cold-paid
• Track segment conversion trends over time, segments drift and yesterday's strong segment may be this year's decliner
• Don't optimize already-healthy segments unless they have massive traffic, returns on the weak segments are usually bigger